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23 Cards in this Set
- Front
- Back
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plc concept 1
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products have a limited life and go through four stages
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plc concept 2
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profit, sales, and investment recovery follow a predictable course through the life cycle
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plc concept 3
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products require diff marketing programmes at each stage
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characteristics:
innovator |
willing to accept risks, venturesome, considered odd balls
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early adopter
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regarded by others in social system as opinion formers or role model
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early majority
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willing to consider adoption only after peers have adopted
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late majority
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overwhelming pressure from peers needed before adoption occures
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laggards
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oriented to their past
(traditional) |
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factors influencing speed of diffusion
1. relative advantage |
how superior is it to other alternatives?
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2. compatibility
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how compatible is it to other equipment, attitudes, and experience
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3.simplicity
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how easy is it to understand and use?
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4. observability
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how easy is it to communicate to target customers
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5. triability
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how easy is it to purchase a low risk trial purchases?
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limitations:
1. lick |
life cycle of a product is more a function of the way it is managed over time
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2. my
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many diff life cycles
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3. nuts
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not such a valid concept for product class
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4. please
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plc phases not readily definable
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5. daniel
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dangers of a self-fulfilling prophecy
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advantages:
1. sucking |
simple/ intuitively understandable
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2.penis
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planning tool/4ps guideline
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3.forever
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forecasting
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4.aids
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aids marketing insight
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5. u
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useful when launching new products
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